Greater Manhattan Community Foundation

Leading through the chaos

Situation

With forced shutdowns and quarantines in March of 2020, the pandemic that was quickly changing the world was about to wreak havoc upon our local community’s restaurant and retail sectors. At a time when nobody was certain about what the next day had in store, we needed a way to mobilize those in our community who were not as adversely affected by the pandemic to be able to support those who were disproportionately affected.

Goal

Connect those who can help with those in need during a time of chaos

Action

Our idea was simple: a buy-one, give-one gift card program. In just one week, we and the Greater Manhattan Community Foundation formed a coalition of local non-profit partners and brought our idea to market through a campaign called MHK Together. The multi-channel campaign started with a website where local retail, service, and restaurant businesses could create a profile that allowed them to sell gift cards for their stores and services. For each gift card dollar purchased, the Greater Manhattan Community Foundation would match in the form of a grocery store gift card, providing much-needed relief to families and individuals experiencing income reduction due to the pandemic.

Outcome

During a time of chaos and uncertainty, we stepped up to rally a team of partners and create a program which had immediate and tremendous economic impact on our community, and the reception of the campaign was astounding. In less than one month, people purchased over 4,500 gift cards and over 140 businesses benefited from the $250,000+ gift card revenue generated. Additionally, MHK Together raised $270,000 in private, philanthropic dollars to provide matching grocery store gift cards which supported a total of 1,088 households. MHK Together enabled our community to support the local economy by putting money into the tills of small businesses and food on the table of community members in need long before any other form of local, state, or federal aid was available to them.

Project Recap

Client
Greater Manhattan Community Foundation Logo
Industries
Civic Engagement
Philanthropy
Services

Research & Strategy
Branding & Identity
Campaign Development
Digital Experiences
Events & Activation
Video & Motion

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